Professional Documents
Culture Documents
Business
units can be a
division, a
product line
within a
division, or a
single
product or
brand.
Portfolio analysis
• A major activity whereby management evaluates the products and
businesses that make up the company
• Two steps:
1. The company must analyze its current business portfolio and
determine which businesses should receive more, less, or no
investment.
2. It must shape the future portfolio.
2 3 4
1. Analysis
• Managing the marketing function begins with a complete analysis
of the company’s situation.
2. Planning
• Parts of a Marketing Plan:
3. Implementation
• Turning marketing strategies and plans into marketing actions to
accomplish strategic marketing objectives.
• Addresses who, where, when, and how.
4. Control
• Measurement of the
profits generated by
investments in
marketing activities.
• Return Over Investment
(ROI): Net return from a
marketing investment
divided by the costs of
the marketing
investment.
Chapter 18: Creatingcompetitiveadvantage